What B2B Tech Marketers Are Planning for 2019

Video marketing is slated to be a top trend in B2B marketing in the coming year, with more than two-thirds (68%) of tech marketers reporting they will focus on video in 2019. This is according to an early snapshot of data from the 2019 State of IT Marketing Report [infographic] by Spiceworks.

Influencer Marketing and Purchase-Intent Targeting Are on the Rise

B2B tech marketers’ adoption of influencer marketing is expected to grow to 48% by the end of 2019, up from 31% in 2018. The trend to use influencers through social media and other communities (including friends and family) is especially effective with Millennials, who are becoming bigger players in the B2B world.

Giving marketers the ability to target business shopping for their product or service is also a rising trend for B2B businesses. Up from 29% in 2018, purchase-intent targeting is expected to be adopted by 44% in 2019.

These Niche Trends Are Worth Keeping An Eye On

While B2B marketers are clearly focusing on the more popular strategies like video marketing, ABM and influencer marketing, niche approaches are also on the agenda. Generational marketing, which focuses on marketing to segments based on age, is likely to be adopted by 30% of the survey respondents.